System Update: From Digital Agency to Tradeshow Agency (Just for the Weekend)

Choosing the Right Show

There are a few factors to consider when choosing a show, and they all largely depend on your goal. Ecommerce B2C businesses will definitely look for something different to a B2B Services Company. Let’s call that the basics. Beyond this, is the flavour – or genre – or interests – if you like. Paint companies can exhibit at an art show. Health companies at a health show. Baby products at a mother and baby show. You get the picture. However, if you have a smaller budget than your competitors, it can pay to be a little clever in your choice. Really, if you can only afford a stand a fifth of the size of your competition, you need to make sure your competition isn’t going to be there. This is what AvaCare did. A supplement brand showcasing at a health exhibition? Tonnes of competition. A supplement brand at a vegan show largely based around food? Not one single competitor – but still the brand’s target audience.

Network, network, network, network

You might think: All these people are my competitors. Grr. (It’s likely they’re not).

You might also think: I’m not selling to them and I don’t want to buy from them, what’s the point? (We’re going to tell you).

There are two types of networking you’re going to do with other vendors who aren’t going to buy your stuff. The first up is your B2B buddying-up. You pave driveways, but you don’t landscape the front garden – ideally you want to find people who landscape front gardens, but can refer customers to you who also want a driveway, and vice versa. Simple.

The other kind is more community-building, which is more focused around B2C businesses. Befriending the stalls around you who likely share your mission, vision and values if they’re at the same show. You can boost each other up on socials, cross-promote, and generally support each other. Don’t underestimate the power in this, especially at a show where they might send people over to your stand (and you can send people to them).

AvaCare did just that – sharing selfies with other vendors and talking about how great their products were. In turn, they shared the posts with their audiences and promoted AvaCare back. This led to a huge spike in engagement for AvaCare, an increase in followers, and access to audiences they hadn’t yet reached.

(It also makes you look fun, genuine, and approachable – which is an awesome thing.)

Has your strategy lacked a little energy lately?

You might be looking to inject a little pizazz in 2026, and we’d love to offer some data and experience-based insights to help shape your marketing plan. Get in touch to see how the strategy-first approach could benefit you.